I.

INTRODUCTION

AMARAH’S CORNER started year 2018, but AMARAH’S CORNER

SANTIAGO BRANCH was franchised October 2021 during the pandemic owned
by Mrs. Audine and Mr. Nico Escalona. Amarah’s Corner is proudly serving up
delicious and freshly mixed Italian and Pinoy pizza style. Aside from pizza, they
also offer other options auch as pasta, buffalo wings, milkteas and many more.
What makes Amarah’s Corner special is their eagerness to give, serve, and satisfy
every customer the best products with the best service they have. The restaurant
mission is to "serve a unique and delicious food for every customer’s cravings
anytime of the day by using our locally and freshly made
ingredients". AMARAH’S CORNER vision has envisioned to "be one of the best
well-known pizza business in the country. We also aim to provide the best place to
eat and work for both families and our colleagues.” This marketing plan seeks to
draw in new clients while holding onto current ones and raise brand awareness. The
objective is to distinguish the restaurant from competitors, strategically promote the
pizza offers and other product, and eventually increase sales and profitability. The
plan will focus on the following key components:

1. Promotions and advertising

2. Social Media Interactions
3. And other tactics to connect appeal to the target audience

By implementing these strategies, AMARAH’S CORNER can continue to delight

its customers and drive growth in the food industry

II. SITUATIONAL ANALYSIS

 SWOT ANALYSIS

STRENGTHS WEAKNESS OPPORTUNITIES THREATS

a) Unique a) Limited a) Online a) Competition

Cuisine Marketing Presence b) Economic
b) Experienced b) Small Space b) Catering Fluctuations
Staffs c) Reliance on Events c) Health and
c) Location Local Ingredients c) Collaboration Safety
s Regulations

MARKET ANALYSIS
Amarah's Corner restaurant operates in a competitive market, offering a diverse
menu with a focus on mixed Italian and Filipino Pizza Style. Situated in a Upper
Ground Level Stall No. 4, Mango Suites Hotel, 1 City Road, Calao East, Santiago
City, Isabela, Philippines known for its culinary scene, the restaurant capitalizes on
its unique ambiance and personalized service. Customer reviews highlight the
consistently high-quality food and positive dining experience.

Market trends indicate a growing demand for [specific food trends] and an
increased preference for locally sourced, organic ingredients. Amarah's Corner has
adapted to these trends, incorporating them into its menu to attract a wider customer
base.
 Competitor analysis reveals several well-established restaurants in the vicinity, but
Amarah's Corner differentiates itself through its [unique selling points], such as a
signature dish, themed nights, or exclusive events. Social media presence and
online reviews play a crucial role in shaping the restaurant's reputation and
attracting new patrons.

The target demographic for Amarah's Corner includes families, students,

professionals, and tourists who visits the area specially it is located at the Mangi
Suites Hotel, and marketing efforts focus on reaching these groups through social
media campaigns, local partnerships, and community events. The restaurant's
pricing strategy aligns with the quality of its offerings and caters to both budget-
conscious diners and those seeking a more upscale experience.

Considering the evolving dining preferences and economic conditions, Amarah's

Corner continually assesses its menu, pricing, and promotional strategies to stay
competitive and meet customer expectations. Ongoing efforts in customer
engagement, staff training, and community involvement contribute to the overall
success and sustainability of the restaurant in the dynamic culinary landscape

COMPETITIVE ANALYSIS
1. DEODATOS PIZZA
2. GREENWICH

III. MARKETING STRATEGY

Amarah's Corner, a distinctive fusion of Italian and Pinoy pizza styles, adopts a
comprehensive marketing strategy to captivate its target audience. In terms of
product, the restaurant emphasizes high-quality ingredients, unique flavor
combinations, and a diverse menu to cater to varied preferences. Pricing is
positioned competitively, offering value for money and occasional promotions to
attract price-sensitive consumers. The strategic placement of Amarah's Corner in
bustling urban centers and suburban areas ensures accessibility. Promotion
strategies leverage digital marketing channels, emphasizing an engaging website,
online ordering platforms, and active social media presence to reach a wider
audience. Content marketing plays a crucial role, showcasing enticing visuals,
behind-the-scenes content, and customer testimonials to enhance brand appeal.
Social media platforms are utilized for community engagement, running
promotions, and sharing user-generated content, fostering a sense of connection
with the audience. This holistic marketing mix aligns with Amarah's Corner's goal
 of creating a memorable dining experience that resonates with both Italian and
Pinoy culinary enthusiasts.

IIII. SUGGESTED MARKETING STRATEGY

In this section you will be suggesting a marketing strategy for the SME on
improving their 4P’s. Make it clear as possible, your answer should be based on our
learnings. You may provide images of your suggestions on the following areas.
AREAS DETAILED SUGGESTIONS
Diversify Menu
PRODUCT
Seasonal Specials
Dynamic Pricing
PRICE

PLACE
Influencer Collaboration
PROMOTION

V. LEARNING JOURNALS
ASUNCION, CRISTENE MAREE T.
THC 006- TOURISM AND HOSPITALITY MARKETING
BSHM 2A
ASUNCION, ELIEZHA MAE S.
THC 006- TOURISM AND HOSPITALITY MARKETING
BSHM 2A
PREDILLA, DANNYVALLE D.
THC 006- TOURISM AND HOSPITALITY MARKETING
BSHM 4A